Cost Estimates
Challenge: An outdated product takes a new direction for patients and providers, creating new business opportunities.
Background
This cost estimate tool was designed to let users anticipate their bill for genetic testing before the order was placed, giving them the opportunity to cancel their test if it was too expensive.
The outdated design and overgrown content were causing confusion and anxiety in patients, who would then reach out to their doctor. Too many patients calls would ultimately drive doctors to explore other genetic testing services.
I uncovered major issues with the flow during a routine A/B test on email subject lines, and I began investigating the issues surrounding this product.
Process
The first step of the project was fact-finding, including usability studies, provider insights, and an in-depth analytics pull. I mapped out the journey of the existing product, documenting what worked and what needed to change.
Next, I compiled a roadmap for the product to grow over the next three years. The updates would begin with a complete redesign of the patient UI and associated content.
Collaborating with a researcher, a writer, and a strategist, we built out personas, user flows, and content maps for the product. With content and hierarchy established, I developed low-fidelity wireframes for user testing.
Once we incorporated insights from the users and internal sign-off, I upgraded the wireframes to high-fidelity prototypes. After another round of testing, the prototypes were ready for documentation and development.
Team and Tools
As Sr. Designer for the product, I led the team of a UX researcher, a UX strategist, a UX writer, a visual designer, and a project manager. We reported out to the product manager for cost estimates.
Partway through the project, we resourced a front-end developer to collaborate with the engineers for final implementation.
Team collaboration was documented in Miro.
Research was conducted in UserTesting.
Interviews were recorded on Microsoft Teams.
Prototypes were constructed in Figma.
Results
The new designs performed well with usability participants. Although there was lingering anxiety about medical billing, users were reassured by the promise that the estimate would be honored and by the ability to download it.
All users with a $0 estimate said it was clear and they felt no further action was necessary.
All users presented with a choice of payment options said they understood the options and were empowered to make the decision.
All users in scenarios that required Customer Service intervention said they would call at some point in their flow.
Development will commence in Q4 2023.
